Imagine this. . .
You have an incredibly important job that needs to be done as soon as possible and you only have 20 people from whom to choose to get it done. All 20 people look the same, dress the same, and talk the same. They all have the exact same qualifications. They all seem to be clones of one another.
Would you know who to choose? Probably not.
Let’s say one more person joins the group. They have the same qualifications as the other 20 people, but there’s something different about them. They dress and speak differently. They have a style all their own. They have a perspective on the job that is distinctly different from the others.
Now would you know who to choose? Of course you would. You would choose the one that stands out. The one that actually has a personality.
How well is your firm doing against your competition? Are you satisfied with the amount of leads your firm is gaining online? Chances are you’d like to convert more leads into clients.
Since your firm likely has plenty of competition, you have to work even harder to stand out from the others and beat your competition. If your firm doesn’t have a strong and attractive brand, you will never become a leader in your industry. As a result, you may never earn the amount of clients you desire.
Strong branding is essential to the growth of your firm. A crucial component of a strong brand is a strong brand personality.
A Distinct Brand Personality is Crucial to Attracting New Clients
A strong brand personality differentiates your business from the others in your industry. It’s what makes your firm more “human.” It makes you more relatable to your prospective clients.
People don’t want to do business with a faceless company. They want to do business with people that they know, like and trust. They need to see who you are beyond your products and services. This one important factor helps you differentiate your firm from your competitors – and also helps you to beat your competition.
What Does your Brand “Sound” Like?
Part of determining your brand’s personality is creating its voice. What tone will you use to communicate with your audience? Humorous? Serious? Sarcastic? Casual? Authoritative?
Ideally, the voice you use should be one that’s most fitting to your intended audience. When you’re creating content, make sure that the voice you’re using is reasonably consistent. If you constantly change the tone you’re using, your audience won’t be able to figure out who you really are.
An important point to remember is that you shouldn’t be afraid of your voice alienating potential prospects. No matter what voice you use, you won’t be able to please everybody.
Some will be able to relate to your personality, others won’t and that’s okay. You can’t appeal to everyone, but having a strong, distinctive voice will help you create a deeper connection to those who can relate to your voice.
What Does your Brand Stand For?
Nowadays, it’s not enough to just talk about what your firm can do. It’s not enough to just say that your firm is concerned about the customer experience or integrity. Words like these are probably used by every other firm in your industry.
If you’re going to stand out from your competition, you can’t just use the same old hackneyed catchphrases and slogans your competition uses. Part of displaying a strong brand personality is showing your audience what you stand for.
Don’t just say the same things your competition is saying. If you want to stand out, stop being a copycat. Tell your prospect who you really are and what you really feel.
Are you a management consultant who is sick and tired of seeing small businesses fail because of less than stellar leadership? Your prospects should know this when they read your content.
Are you a law firm who wishes they could punish every single large corporation that takes advantage of the little guy? Let this anger show! Are you a real estate agent who loves the feeling they get when they help home buyers find their dream home? If so, your prospects would love to know this.
It may seem counterintuitive, but it’s not. Showing a certain amount of emotion will make you more relatable. When prospects read your content, they won’t feel like they’re interacting with a corporate robot. They will be able to see that your firm has a “soul.” It’s your opportunity to show them who you really are.
Don’t be afraid to let your brand’s personality show. It’s one of the best ways to beat your competition. Nobody else can be you. Your branding personality is your advantage.
If you leverage your brand’s personality effectively, your firm will be more memorable to your prospects.
Flamingo Photo via Shutterstock
And don’t forget to be yourself. Don’t try to be someone who you are not. That can often backfire when you’re already hired. You just have to be yourself and do what you’re good at.
Very true. Your prospects and clients will be able to tell if you’re faking it. It’s a major turn off. Your brand personality has to reflect who you really are, not who you pretend to be. Thanks for the comment!
More than a personality, there must be something that you can give that others can’t. I find that most new businesses have trouble finding this and thus, they cannot stand out from the rest but it is highly important.
One way to show up your competitors is to adopt a mobile strategy. Mobile technology allows for instant interaction between the business and the customer, and nearly all text messages are opened, regardless of the sender. Check out this blog to view a handful of mobile/SMS marketing tips: http://www.avidmobile.com/blog/sms-marketing-7-tips-for-success.php
Great points! This is very important considering the fact that Google has updated its algorithm to reward sites that are mobile friendly. Thanks for the comment!
Be a purple cow
– S. G
You hit the nail on the head! Having a distinct brand personality is a very effective way to become the “purple cow” Seth Godin talks about. I love the quote!
If I had my time again I think that I would have used a different name for my brand, but the thing with brands is it take a lot of doing to change its name – but i can be done – e.g. KFC.
You’re absolutely right. Rebranding can certainly be a challenge, but it’s not impossible. Several brands have been able to change their brand over time. KFC is a great example of this. Starbucks and Apple have also found success in rebranding.
Thanks for the comment!
Great read. Good brands know what their ‘why’ is – that’s why they are good!
That’s a great insight, Karolina.
It’s no longer enough to just have a great product. Your brand has to have a purpose. One that consumers can believe in. They have to stand for something. One thing that I always say is “your beliefs are your brand.” It’s so true. Thanks for your comment!
Hi Jeff I completely agree with the faceless company turn off. It turns me off. When my clients are struggling with this aspect I tell them to go away and think about 3 companies they like and write down 5+ reasons why they like this company, why they have chosen to stick with this company and why they have continuously chosen to hand over their money to this company.
The reasons they have on their list is the same level of quality their own business needs to produce. Easy!